KSOUL, an architectural studio, was founded in 2019 in Saigon. Huỳnh Thế Nguyễn, the company's founder and leader, oversaw the completion of 500+ projects, ranging from residences to well-known retail and food service establishments around Vietnam. His company is one of the driving forces behind the transformation of Vietnam's modern commercial districts into bustling hubs of innovative new businesses catering to the country's youthful population. They collaborated with M—N Associates to create a consistent, minimalistic brand identity.
The charm of this concept started from K in Ksoul, which stands for kinetic. We created a system echoing the flexibility of interior setup and inspired by geometric shapes of drawing plans. While maintaining minimalism within the system, we manage to show how playful and responsive across applications this can be. Adapting into custom K's arms, it turned the logo into a characterful contemporary dynamic symbol rather than a solid one.
KSOUL case study
The team at M — N Associates wanted to create a visual identity that stood out from the standard, usual corporate look in the Vietnamese market, so they contrasted the visual identity system with dynamic geometric graphics, developed a custom grid system to keep the core concept intact, and created a properly fitting layout for every facet of the brand. This combination shows how versatile the minimalist monochromatic look is and how it could be changed to fit more complicated projects and partnerships in the future.
